Bincoin is back with a new campaign that will have Queenslanders singing about recycling as they keep their empties straight outta landfill.
Launching on 1 September, “It’s not just Bincoin” is the next chapter of the award-nominated Containers for Change campaign that turned eligible drink containers into “Bincoin”.
While the inaugural campaign helped Queenslanders see 10-cent containers as something of value rather than waste, “It’s not just Bincoin” elevates the benefits container recycling delivers for “people, planet, pocket”.
The message is wrapped up in a catchy rap-style track, sung by local artist Breanna Fielding, is designed to become an earworm that keeps container recycling top of mind whenever someone is thinking of putting an eligible container in the bin.
Richard Brosnan, General Manager Brand and Marketing at Container Exchange (COEX), the not-for-profit that runs Containers for Change, said the earworm drew from real-life examples of how people use their refunds to make a difference.
“Queenslanders know that an eligible drink container isn’t just a can or a bottle – it’s Bincoin. Now we’re showing them it’s not just Bincoin,” Mr Brosnan said.
“From sporting clubs buying new equipment to animal rescue organisations funding vital work, the campaign celebrates the many ways Queenslanders are turning their empties into something meaningful.
“We’re building on the success of the original Bincoin campaign to highlight that every container return delivers multiple benefits, supporting households, charities, schools, community groups and the environment.”
Developed by Publicis Australia in partnership with COEX, “It’s not just Bincoin” will use integrated advertising, communications and engagement activities to encourage Queenslanders to return more containers, more often.
The campaign will also have a strong focus on out-of-home consumption, where future growth opportunities exist and where significant volumes of eligible containers are consumed.
Susan Lyons, Client Managing Director at EssenceMediacom Brisbane said reaching Queenslanders out-of-home meant meeting them in the moment they finish a drink.
“By using screens, audio and out of home, we placed Bincoin at the point of the last sip, in workplaces, on commutes and on the way to games. Rather than relying on recall later, our media turned the recycling decision into an immediate action. Get the moment right and the behaviour follows,” Ms Lyons said.
The Bincoin campaign has received national industry recognition, being shortlisted for three leading Australian marketing and advertising awards:
Containers for Change is one of Australia’s most successful recycling schemes. More than 12.3 billion containers have been returned to refund points since November 2018, putting $1.2 billion in 10-cent refunds back into pockets of Queenslanders.
The COEX team behind It’s not just Bincoin:
Media Contact:
m | 0408 915 422
e | media@containerexchange.com.au
